Bucki said, “It’s a chance to get people to say ‘okay, I like that spot and I like that company.’ So it’s kind of that hook.”

Budweiser knows how to play the game well. Bucki says every year, the more than 100 million people who tune in wait for the beer adds that get even the toughest football fans to shed a tear.

“Everyone says animals and babies, you can’t go wrong,” said Bucki.

Some commercials have already been shared, but there will be some surprises too.

The game hasn’t even started but already flags are being thrown. The company who makes an add starring Scarlett Johansson, was asked to take out the line “Coke and Pepsi,” because Pepsi is sponsoring the halftime show.

But it is 2014 and the company challenged the call on social media by starting a hashtag #sorrycokeandpepsi, and that seems to be a trend, more companies aren’t just relying on Sunday, they’re also counting on social media to help them win their big game.